Nokia is pushing a campaign for its N8 series smart phone using the emotions of a blind person. I feel uncomfortable with this for two reasons.
SMART PHONE WAR
First, I find it lazy on Nokia’s part that the best phone feature they could come up with is just an optimized camera. The camera might be amazing but it is not enough in today’s market.
In less than a year another phone manufacturer would have topped that. It’s no news that Nokia’s market share is being eaten up by Apple, Blackberry and even HTC.
I would have expected for them to go back to the drawing board and work out what their problem is and new strategies for that. Nokia’s big problem now is lack of innovation and user integration. Gone are the days of phone hardware being the primary reason of buying a phone.
The user interface is becoming more important. We want to know if the phone has Google maps, or plays flash online, or has a good movie store. If the camera is great but the phone is too rigid and not fun then who cares.
Apple has its App Store and Music. Blackberry has its email system and HTC has its growing Android market. Nokia has what? The operating system has looked the same for years.
ROBBING OUR EMOTIONS
My second hate for the advert is that I feel Nokia are being sneaky with trying to rub people with emotions. Don’t get me wrong, a lot of advertising is about persuasion with psychology and emotion but this is just too obvious.
Making its viewers connect metaphorically on how powerful the camera is and it’s almost like eyes to the blind person.
Advert can be seen below.